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Hi, just to clarify something.
a) Does the business operate in one locality b) did you created keyword + location content for locations outside where the business is based?
Because if so it sounds like the search engine prefers your localised pages (better match for user intent), so it ranks you for those instead of the more generic terms. There are then no sign-ups because people are landing from outside the area and wanted something more local to them.
If I have misunderstood please correct me.
